Exhibit Sales Roundtable (ESR) 2026

Increase Exhibit and Sponsorship Sales

Information You Will Use Immediately

Exhibit Sales Roundtable is a facilitated information-sharing experience for executives, managers and professionals responsible for exhibit and sponsorship sales.

  • Best practices and next practices

If there’s a better way to sell exhibit space and sponsorships, your peers will share it at ESR. A select group of no more than 30 professionals participate in guided discussions, facilitated networking, and information sharing.

Every ESR client takes away action-ready tactics, proprietary data, and insights for finding prospects and earning customers.  

  • Develop Profitable Relationships

Make valuable business relationships that will add value to your event and your work. Expand your circle of industry contacts.

  • Stay in the Lead

In good times and bad, the organizations with a greater breadth of knowledge and up-to-date information make the wisest decisions. ESR helps position your event to protect and maintain its market leadership.

February 2027
DC area

8:00 am - 4:30 pm

Registration opens soon

Registration Fee

  • $475
  • $425 for each additional colleague.

Change in plans? Last minute substitutions are welcome or cancel for a full refund up to one week before ESR.

EXHIBIT SALES ROUNDTABLE

 

Check Out My 81-Second Pitch for ESR

Take Away Information That Will Inform Your Next Sales Call

Let's Put Your Event on The Agenda

  • Prove and communicate ROI.
  • Convert customers into ambassadors.
  • Improve call-backs and close deals.
  • Determine the value of packages and the best way to communicate this information to prospects.
  • Tap into unexpected sources of qualified prospects.
  • Exchange new and unique sponsorship ideas.
  • Expand your sales efforts internationally.
  • Discuss non-exhibit floor revenues – meeting rooms, outdoor displays and special events.

2026 Exclusive Roundtable Media Partner

Trade Show Executive Logo

Programming Endorsed by IAEE

Eligible for 5.5 clock hours towards CEM recertification.

CEM Certified in Exhibition Management

Lippman Connects' Industry Allies

Industry Allies

Increasing Exhibit and Sponsorship Sales Is Our Only Agenda

Exhibit Sales Roundtable October 1 Program

Loading
08:00 AM
  1. Networking Breakfast
    Convene - Rosslyn City Center, Arlington, VA
09:00 AM
  1. Convene - Rosslyn City Center, Arlington, VA
09:10 AM
  1. Convene - Rosslyn City Center, Arlington, VA
09:35 AM
  1. Convene - Rosslyn City Center, Arlington, VA

    Joe Federbush, President and Chief Strategist at EVOLIO, brings over 20 years of experience collaborating with leading trade shows and their anchor exhibitors/sponsors to deliver actionable insights that drive mutual success.

    Joe will share how we can keep pace with evolving sponsor expectations. His data collected from mid and large-size show organizers will demonstrate that many of today’s sponsors are demanding customized and year-long opportunities. This session will deliver the data you need to update your sponsorships opportunities; market and deliver them effectively and ensure you continue to get your share of this increasingly competitive market.

10:05 AM
  1. Networking Break
    Convene - Rosslyn City Center, Arlington, VA
10:25 AM
  1. Convene - Rosslyn City Center, Arlington, VA

    Trade show sales and content teams often operate in silos, but when they coordinate, they can solve complex client challenges and secure high-value partnerships. This session breaks down how to bridge the gap between exhibit sales and conference programming through real-world examples. Attendees will walk away with a clear playbook for bringing content into early-stage deals, using speaker opportunities to drive revenue, establishing firm operational boundaries between departments, maintaining a unified front with clients, and turning one-time exhibitors into long-term program participants.

10:55 AM
  1. Convene - Rosslyn City Center, Arlington, VA

    In this session by Map Your Show, you’ll learn:

    • How to use package and booth data to benchmark how your booth sponsorship packages are evolving, and apply those insights to refine pricing and packaging strategies. 
    • Three upsell tactics that are currently driving results for key shows, and understand why they are working. 
    • Three common sales approaches that are losing effectiveness, so that you can prepare to shift your sales tactics.
11:15 AM
  1. Convene - Rosslyn City Center, Arlington, VA
12:00 PM
  1. Networking Lunch
    Convene - Rosslyn City Center, Arlington, VA
    Make valuable career connections with exhibit and sponsorship sales peers and experts.
01:15 PM
  1. Convene - Rosslyn City Center, Arlington, VA

    Exhibitor expectations are evolving, creating new opportunities for organizers willing to rethink how they sell and deliver value. Drawing on market research, buyer behavior, and real-world examples from mdg, this session will explore the emerging trends reshaping exhibit and sponsorship sales, from changing lead generation strategies and sponsorship models to AI-driven discoverability and the evolving ways buyers evaluate participation. Participants will leave with fresh perspectives and practical ideas to strengthen sales conversations, demonstrate greater value, and ultimately improve exhibitor retention.

01:50 PM
  1. Convene - Rosslyn City Center, Arlington, VA

    This session by Justin Goldstein of Truth Initiative will explore the growing role of artificial intelligence in sales and relationship-building, while emphasizing that human connection remains the most important part of any successful sales strategy. The discussion will focus on the balance between technology and authenticity, examining both the opportunities and challenges AI presents for sales professionals, marketers, and business leaders.

    Rather than positioning AI as something to fear, the session will highlight practical ways it can support professionals through research, preparation, brainstorming, messaging refinement, and strategic thinking. At the same time, it will address the risks of over-automation and why emotional intelligence, trust, and genuine relationships cannot be replaced by technology. actionable takeaways designed to help attendees better understand how to use AI as a tool while maintaining their personal voice, creativity, and ability to connect with people in meaningful ways.

02:30 PM
  1. Networking Break
    Convene - Rosslyn City Center, Arlington, VA
02:50 PM
  1. Convene - Rosslyn City Center, Arlington, VA
03:20 PM
  1. Convene - Rosslyn City Center, Arlington, VA
04:10 PM
  1. Convene - Rosslyn City Center, Arlington, VA
    The information exchange is fast and furious when every team member gets a chance to share top takeaways that will enhance their sales practices and decision-making.
04:30 PM
  1. Convene - Rosslyn City Center, Arlington, VA
    Exhibit Sales Roundtable starts and ends on time. You can set your clock to it.

October 2026 Sponsors and Exclusive Roundtable Media Partner
 

Explore Past ESR Highlights

Exhibit Sales Roundtable June 2026

Resources

Featured Resources for Sales Professionals

View All Resources